The Strategic Study Of The COFCO Commercial Property Invest Division

The Strategic Study of the COFCO Commercial Property Invest Division is an enterprise being engaged on the development of real estate and property management which has developed many real estate items such as Beijing COFCO plaza. At present, its real estate business is in a developing stage at high-speed, which is in a market filled with intense competition. To select a correct competition strategy and retain absolute superiority is very critical for the Group.On the basis of a great deal of study and analyses on the present status of Beijing real estate market and the advantage and disadvantage of Top Glory INC., the method of combining macroscopic with microcosmic, qualitative with quantitative study is used to make out a practical and prospective competition strategy for the real estate business of the Group.On the basis of theoretical study, the present situation of development and management in real estate field of Top Glory INC. are analyzed, and the macroscopic environment and industry competition situation for the real estate business of the Group are analyzed and evaluated by using PEST analytical method, Porter's five kinds of competition force model and External Factor Evaluation Matrix, it is considered that Top Glory INC. faces with many opportunities such as favorable national policy, enhanced purchasing power and increased requirements of client, increased financing channels etc. and many threats such as increased competitors and development cost, lack of construction land etc., and the related evaluation leads to a conclusion that the Group is currently in an attractive market. The basic conditions for the development of the Group in real estate field are analyzed. The internal environment of the Group is evaluated by using Internal Factor Evaluation Matrix, it is considered that the Group has many advantages such as powerful design ability, abundant land reserves, economics of scale etc. and many disadvantages such as limited capital, lack of professional, infirm cost control ability etc_ In the thesis, target market and target demographic of real estate project of the Group are analyzed on the basis of internal and external environment analyses. The combined development strategy of the Group is fixed on developing core competition strategy mainly and differential strategy as supplement by using QSPM. Strategy should be made to ensure an efficient...